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Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes

Author

Listed:
  • Gilles Laurent

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Bernard Dubois
  • Sandor Czellar

Abstract

The very nature of luxury goods, the variety of consumption situations and the everlasting philosophical debate over luxury lead to particularly complex and ambivalent consumer attitudes, as evidenced by a first study based on the content analysis of in-depth interviews. A second study, based on surveys in twenty countries using finite mixture modeling, identifies three types of consumer rapport to luxury.

Suggested Citation

  • Gilles Laurent & Bernard Dubois & Sandor Czellar, 2011. "Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes," Working Papers hal-00597026, HAL.
    • Handle: RePEc:hal:wpaper:hal-00597026
    as

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    Cited by:

    1. Michaela Merk & Géraldine Michel, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Post-Print hal-02045833, HAL.
    2. Raluca Ciornea & Marius Dorel Pop & Mihai Florin Bacila, 2012. "Segmenting Luxury Market Based on the Type of the Luxury Consumed. Empirical Study on Young Female Luxury Consumers," International Journal of Economic Practices and Theories, Academy of Economic Studies - Bucharest, Romania, vol. 2(3), pages 143-152, July.

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